Cannabis & Beauty The US Female Consumer Viewpoint July 28, 2018 – Cosmoprof North America
Past PinkReports
2018 PinkReport The New Age of Naturals September 2018
Report Methodology Purpose of the Report Screeners Demographics • The 2018 PinkReport provides a detailed look at the US beauty Shopping Behaviors and personal care consumer benchmarked against data collected in TBC’s 2008 PinkReport, “The Age of Naturals.” The online Spending Behaviors survey was completed by ~4,181+ female and male beauty and Natural/Organic IQ personal grooming consumers. Brands Preferences The comprehensive survey instrument included 88 in-depth Retail Channel questions, and was developed based on exploratory Preferences psychometric and demographic questions. Nutraceutical Use Research Execution Influencers & Motivators • US Women and Men, Vetted Beauty and Personal Attitude Drivers Grooming Buyers • Ages: 18+ Brands that have • Moved the Natural Online Fielding, May 2018 Needle
“ Hemp/Cannabinoid Product Awareness and Usage
Awareness & Purchase 64% of all women surveyed aware that some beauty and personal care products contain hemp or cannabinoids 30% have purchased beauty or personal care products containing these ingredients Have Purchased BPC Products with Hemp or Cannabinoids 55% Boomers 29% 16% 54% Gen X 16% 29% 48% Millennials 17% 35% 43% Gen Z 20% 37% 51% Total 19% 30% 0% 10% 20% 30% 40% 50% 60% No, but would give them a try No, and I dont want to Yes
Top 5 Reasons She Uses BPC Products with Hemp/Cannabinoids 24% 35% Great product reviews 37% 43% 31% Hemp/cannabis is a “good for you” 39% 39% ingredient 40% 23% 36% It is chock full of vitamins and antioxidants 37% 37% 29% Hemp/cannabis is a potent cosmetic 34% ingredient 37% 37% 41% 38% Its medicinal value is well-documented 33% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Boomers Gen X Millennials Gen Z
Where Buyers Shop Hemp/Cannabis Beauty or Personal Care Products 38% 34% Brand specific websites 27% 21% 24% Will not shop Amazon for fear of authenticity/vetting sellers
Why She Doesn't Want to Try a BPC Product Containing Hemp or Cannabinoids Don’t understand the benefits of using them 52% Don’t think they’d be safe for my skin 30% My current products are good enough 24% Haven’t seen any product reviews on them 21% It’s just hype 18% I don’t want to get high 18% I’d be willing, if I had a free sample 16% It’s illegal on the federal government level 15% Wouldn’t know where to buy them 10% 0% 10% 20% 30% 40% 50% 60%
Does She Know Her CBDs?
True, False or I Don’t Know? Statement (percentages in white represent all True False I Don’t consumers who completed the study in 2018) Know Hemp and marijuana both contain phyto- 28% 14% 59% cannabinoids All hemp and marijuana products are 16% 49% 36% organically grown Marijuana is legal in some states but is still 79% 3% 18% illegal according to federal law Both marijuana and hemp can make you high 16% 51% 34% because they contain THC The CBD found in marijuana plants is the same 18% 20% 63% CBD found in most beauty and personal care products in that category Hemp-derived CBD is legal in all 50 states 26% 15% 59% Hemp and marijuana are in the cannabis 15% 64% 22% family, so that makes them the same
Types of Products Bought and Her Favorites
Cannabis-based BPC Products She's Buying 46% 59% Body skincare 58% 54% 30% 38% Hand cream 47% 52% 13% 20% Lip balm 31% 33% 12% 21% Bath & body products 26% 28% 17% 23% Oil 22% 27% 9% 16% Facial skincare 21% 22% 9% 13% Treatments (for dry skin, etc ) 19% 16% 13% 14% Haircare products 16% 19% 2% 3% Color cosmetics 6% 10% 2% 3% Shaving products 5% 4% 0% 10% 20% 30% 40% 50% 60% 70% Boomers Gen X Millennials Gen Z
Her Favorite Brands
For more information, contact: The Benchmarking Company 11710 Plaza America Drive Suite 2000 Reston, VA 20190 Office: 703-871-5300 x102 Denise Herich Co-founder, Managing Partner denise@benchmarkingcompany.com
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